Factors Influencing Overseas Holiday Choices of HK Students
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This report investigates the factors that influence the destination choices of local university students in Hong Kong when taking overseas holidays. It begins with an introduction that outlines the increasing trend of international travel, particularly among Hong Kong residents, and highlights the economic and demographic factors driving this trend. The study's rationale emphasizes the growing affluence and technological advancements that impact travel decisions, along with shifting consumer demands for personalized and efficient services. The research aims to explore these influences, setting objectives to examine student demographics, destination loyalty, travel motivations, expectations, attitudes, and shopping behaviors. The literature review explores the conceptual framework of travel motivation, characteristics of travelers, destination loyalty, travel intentions, spending attitudes, and demographic influences. The report examines the significance of the research, emphasizing the increasing trend of overseas leisure trips and the role of information and communication advancements. The study aims to understand the factors affecting destination choices, with research questions focusing on demographics, destination loyalty, expectations, and shopping attitudes. The analysis includes key factors like push and pull motivations, and a conceptual framework that illustrates how these factors influence the decision-making process for selecting overseas holiday destinations. The report provides a comprehensive overview of the factors influencing the holiday destination choices of Hong Kong university students.

Running head: TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
An investigation of the factors affecting the destination choice when taking overseas holidays of
local University students in Hong Kong
Name of the student:
Name of the university:
Author note:
An investigation of the factors affecting the destination choice when taking overseas holidays of
local University students in Hong Kong
Name of the student:
Name of the university:
Author note:
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Table of Contents
Chapter 1- Introduction....................................................................................................................4
1.1 Introduction:..........................................................................................................................4
1.2 Background of the study:.......................................................................................................5
1.3 Research Rationale:...............................................................................................................6
1.4 Significance of the research:..................................................................................................7
1.5 Research aim:.........................................................................................................................8
1.6 Research objective:................................................................................................................8
1.7 Research question:.................................................................................................................9
Chapter 2- Literature review......................................................................................................10
2.1 Introduction:........................................................................................................................10
2.2 Conceptual framework:.......................................................................................................11
2.3 Characteristics of travelers:.................................................................................................11
2.4 Destination loyalty and travel and motivation:....................................................................13
2.5 Travel motivation and destination selection:.......................................................................14
2.6 Travel mode:........................................................................................................................15
2.7 Travel intension among tourists:.........................................................................................16
2.8 Distance related temporal change:.......................................................................................17
2.9 Expectation and attitude among tourists:.............................................................................18
2.10 Spending attitude among travelers:...................................................................................20
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TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
Table of Contents
Chapter 1- Introduction....................................................................................................................4
1.1 Introduction:..........................................................................................................................4
1.2 Background of the study:.......................................................................................................5
1.3 Research Rationale:...............................................................................................................6
1.4 Significance of the research:..................................................................................................7
1.5 Research aim:.........................................................................................................................8
1.6 Research objective:................................................................................................................8
1.7 Research question:.................................................................................................................9
Chapter 2- Literature review......................................................................................................10
2.1 Introduction:........................................................................................................................10
2.2 Conceptual framework:.......................................................................................................11
2.3 Characteristics of travelers:.................................................................................................11
2.4 Destination loyalty and travel and motivation:....................................................................13
2.5 Travel motivation and destination selection:.......................................................................14
2.6 Travel mode:........................................................................................................................15
2.7 Travel intension among tourists:.........................................................................................16
2.8 Distance related temporal change:.......................................................................................17
2.9 Expectation and attitude among tourists:.............................................................................18
2.10 Spending attitude among travelers:...................................................................................20
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TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
2.11 Shopping preferences among travelers:.............................................................................21
2.12 Demography among international tourists:.......................................................................21
2.13 Gap in literature:................................................................................................................22
References:....................................................................................................................................23
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TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
2.11 Shopping preferences among travelers:.............................................................................21
2.12 Demography among international tourists:.......................................................................21
2.13 Gap in literature:................................................................................................................22
References:....................................................................................................................................23
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Chapter 1- Introduction
1.1 Introduction:
The trend of travel and tourism is increasing rapidly over the past few years. This sector
has a major contribution on the both the national and global economy. Vellas (2016) commented
that it is imperative to note in this context that the trend of both inbound and outbound tourism is
drastically increasing among the tourists. It has been observed that, the tourists from Hong Kong
has become highly intended to visit abroad in order to spent their leisurely time. It is being
expected that, the rate of outbound tourism among the Hong Kong’s will be increased by 100
million by 2020. Khan et al. (2017) stressed on the fact that the inclusion of individual visit
scheme is acting as a driving force among the tourists to visit overseas. According to the report
published by World Tourism Organization, the market share of the Hong Kong’s travelers has
been increased by 5.2% in between 1995 to 2009.
As discussed by Absalyamov et al. (2019) the uncertainties in the political environment,
intense thrust for travelling and strong socio-economic condition are some of the major factor,
leading the citizens to visit overseas to spend their leisure time. It is evident from the research
that in the context of international travel, Hong Kong is the largest market, contributing wide
range of revenue. It has been observed that, since 2014, Hong Kong remains the largest source of
market in compared to US. Boniface et al. (2016) observed that in this year, the travelers from
Hong Kong have spent 67.5 for international travel. Both economic and demographic factors
play a major role in terms of leading the citizens to travel overseas in order to spend leisurely
time.
4
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
Chapter 1- Introduction
1.1 Introduction:
The trend of travel and tourism is increasing rapidly over the past few years. This sector
has a major contribution on the both the national and global economy. Vellas (2016) commented
that it is imperative to note in this context that the trend of both inbound and outbound tourism is
drastically increasing among the tourists. It has been observed that, the tourists from Hong Kong
has become highly intended to visit abroad in order to spent their leisurely time. It is being
expected that, the rate of outbound tourism among the Hong Kong’s will be increased by 100
million by 2020. Khan et al. (2017) stressed on the fact that the inclusion of individual visit
scheme is acting as a driving force among the tourists to visit overseas. According to the report
published by World Tourism Organization, the market share of the Hong Kong’s travelers has
been increased by 5.2% in between 1995 to 2009.
As discussed by Absalyamov et al. (2019) the uncertainties in the political environment,
intense thrust for travelling and strong socio-economic condition are some of the major factor,
leading the citizens to visit overseas to spend their leisure time. It is evident from the research
that in the context of international travel, Hong Kong is the largest market, contributing wide
range of revenue. It has been observed that, since 2014, Hong Kong remains the largest source of
market in compared to US. Boniface et al. (2016) observed that in this year, the travelers from
Hong Kong have spent 67.5 for international travel. Both economic and demographic factors
play a major role in terms of leading the citizens to travel overseas in order to spend leisurely
time.
4
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1.2 Background of the study:
Over the past few years, Hong Kong is experiencing major economic growth. Being the
autonomous territory of China, the economic growth along with the GDP per capita of King
Kong is increasing in a drastic manner. Mason (2015) showed that currently, Hong Kong is
being considered as BRIC economy, which is regarded as the largest market across the globe. In
addition, the income level of the middle class people of China is also increasing drastically. In
between 2003 to 2013, the rate of GDP per capita has been accelerated by 5.5%. It is worthy to
mention in this context that due to higher rate of per capita, it is being expected that the rate of
income will continue to grow rapidly. Peng et al. (2015) opined that this higher income level is
playing a major role for the middle class people to afford overseas leisure travelling.
It has been reported that, the average income level in China is $20,000. Such higher
income level is making it easy for them to spend on outbound travelling. Timothy (2016) put
stress on the fact that majority of the citizens of Hong Kong belong from middle- to upper-
income classes, who are more intended towards long haul travelling overseas. Recently, Hong
Kong is being considered as the largest market of tourist. In addition, prompt advancement in the
field of tourism and technology is also playing a pivotal role for the Citizens of Hong Kong to
frame their decision related to travelling. It has been reported that, during 2016, the rate of
outbound tourism among Hong Kong’s residents was 17.24. Gardiner and Kwek (2017) shaded
light on the fact that these people are becoming highly demanding in the contemporary times.
Higher income level is playing a pivotal role for the citizens to spent considerable amount
towards outbound travelling.
5
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
1.2 Background of the study:
Over the past few years, Hong Kong is experiencing major economic growth. Being the
autonomous territory of China, the economic growth along with the GDP per capita of King
Kong is increasing in a drastic manner. Mason (2015) showed that currently, Hong Kong is
being considered as BRIC economy, which is regarded as the largest market across the globe. In
addition, the income level of the middle class people of China is also increasing drastically. In
between 2003 to 2013, the rate of GDP per capita has been accelerated by 5.5%. It is worthy to
mention in this context that due to higher rate of per capita, it is being expected that the rate of
income will continue to grow rapidly. Peng et al. (2015) opined that this higher income level is
playing a major role for the middle class people to afford overseas leisure travelling.
It has been reported that, the average income level in China is $20,000. Such higher
income level is making it easy for them to spend on outbound travelling. Timothy (2016) put
stress on the fact that majority of the citizens of Hong Kong belong from middle- to upper-
income classes, who are more intended towards long haul travelling overseas. Recently, Hong
Kong is being considered as the largest market of tourist. In addition, prompt advancement in the
field of tourism and technology is also playing a pivotal role for the Citizens of Hong Kong to
frame their decision related to travelling. It has been reported that, during 2016, the rate of
outbound tourism among Hong Kong’s residents was 17.24. Gardiner and Kwek (2017) shaded
light on the fact that these people are becoming highly demanding in the contemporary times.
Higher income level is playing a pivotal role for the citizens to spent considerable amount
towards outbound travelling.
5

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TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
1.3 Research Rationale:
Backer and King (2015) perceived that the range of affluence is growing rapidly among
the citizens of Hong Kong. In addition to that, the prompt advancement of internet and
technology is also playing a pivotal role for them to access necessary information and frame their
travelling decision accordingly. The world tourism is experiencing drastic change over the past
few years, due to increased preferences among the customers. In addition, Holden (2016) also
observed that lack of strict policies and regulations during 21st century is also diversifying the
demand of the customers, which is creating profound changes in the market. During 2014, the
total number of outbound tourists from Hong Kong was 100 million. Shifting pattern of demand
is the major factor, influencing the Hong Kong’s citizens towards overseas travelling. It is
worthy to mention in this context that, it is the latest trend among the Hong Kong’s citizens to
attain personalized, convenient and efficient service. There lies the reason, for which they prefer
more towards overseas tourism.
Based on the perception of Lenzen et al. (2018), it is evident that Hong Kong’s citizens
also perceive that, traveling is one of the major modes of enjoying than that of shopping and
purchasing a product. This perception is also acting as a driving force behind the people towards
overseas tourism. Researchers are showing that, the rate of spending among the Hong Kong’s
citizens towards international tourism is US$25.5 billion. As discussed by Prebensen et al.
(2018) the destinations, which the Hong Kong’s citizens visit mostly are Japan, Australia and
Thailand and the rate of tourist, visited these places are 21.3% to 2.23 million, 13.8% to 282,100
and 9.5% to 820,000 respectively (Media-outreach.com. 2019).
6
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
1.3 Research Rationale:
Backer and King (2015) perceived that the range of affluence is growing rapidly among
the citizens of Hong Kong. In addition to that, the prompt advancement of internet and
technology is also playing a pivotal role for them to access necessary information and frame their
travelling decision accordingly. The world tourism is experiencing drastic change over the past
few years, due to increased preferences among the customers. In addition, Holden (2016) also
observed that lack of strict policies and regulations during 21st century is also diversifying the
demand of the customers, which is creating profound changes in the market. During 2014, the
total number of outbound tourists from Hong Kong was 100 million. Shifting pattern of demand
is the major factor, influencing the Hong Kong’s citizens towards overseas travelling. It is
worthy to mention in this context that, it is the latest trend among the Hong Kong’s citizens to
attain personalized, convenient and efficient service. There lies the reason, for which they prefer
more towards overseas tourism.
Based on the perception of Lenzen et al. (2018), it is evident that Hong Kong’s citizens
also perceive that, traveling is one of the major modes of enjoying than that of shopping and
purchasing a product. This perception is also acting as a driving force behind the people towards
overseas tourism. Researchers are showing that, the rate of spending among the Hong Kong’s
citizens towards international tourism is US$25.5 billion. As discussed by Prebensen et al.
(2018) the destinations, which the Hong Kong’s citizens visit mostly are Japan, Australia and
Thailand and the rate of tourist, visited these places are 21.3% to 2.23 million, 13.8% to 282,100
and 9.5% to 820,000 respectively (Media-outreach.com. 2019).
6
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1.4 Significance of the research:
The trend of overseas leisure trip among the citizens of Hong Kong is increasing
drastically. During the first half of 2018, the rate of overseas leisure trip among the citizens of
Hong Kong was 14.8%. It has been observed that, the trend of overseas leisure among the young
people is relatively high. Therefore, Zhang and Gao (2016) showed that the research has been
conducted in order to understand, the factors driving the Hong Kong’s citizens towards overseas
leisure trip. Rapid advancement of information and communication is playing a major role for
the travellers to frame their buying behavior by keeping them informed regarding overseas
travelling. Pulido-Fernández et al. (2015) opined that choosing the destination for overseas is no
longer a difficult task. Successful completion of this research will also help in exploring the way,
through which Hong Kong’s citizens are framing their decision related to overseas travelling.
Rapid advancement of internet and mobile technology is a major factor, helping the
tourists to search destinations. At the same time, Du et al. (2016) stated that the travel agencies
are also playing a significant role in terms of keeping all the travellers in line by satisfying their
individual needs and requirements. The significance of big data is needed to be considered in this
context. Big data is being used by the travel agencies to evaluate the attitude among the
customers towards overseas travelling. As per the perception of Kozak and Kozak (2016) the
technical tools targeted intelligent classification, which is helping the travel agencies to offer the
tourists with personalized and convenient information as per their individual requirements.
Completion of this research will also help in understanding the attitude among the people
towards overseas travelling. Prompt advancement of mobile technology has also revolutionized
booking process and payment system. Mahrous and Hassan (2017) observed that this is also a
major reason for increased trend of overseas travelling among the citizens of Hong Kong.
7
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
1.4 Significance of the research:
The trend of overseas leisure trip among the citizens of Hong Kong is increasing
drastically. During the first half of 2018, the rate of overseas leisure trip among the citizens of
Hong Kong was 14.8%. It has been observed that, the trend of overseas leisure among the young
people is relatively high. Therefore, Zhang and Gao (2016) showed that the research has been
conducted in order to understand, the factors driving the Hong Kong’s citizens towards overseas
leisure trip. Rapid advancement of information and communication is playing a major role for
the travellers to frame their buying behavior by keeping them informed regarding overseas
travelling. Pulido-Fernández et al. (2015) opined that choosing the destination for overseas is no
longer a difficult task. Successful completion of this research will also help in exploring the way,
through which Hong Kong’s citizens are framing their decision related to overseas travelling.
Rapid advancement of internet and mobile technology is a major factor, helping the
tourists to search destinations. At the same time, Du et al. (2016) stated that the travel agencies
are also playing a significant role in terms of keeping all the travellers in line by satisfying their
individual needs and requirements. The significance of big data is needed to be considered in this
context. Big data is being used by the travel agencies to evaluate the attitude among the
customers towards overseas travelling. As per the perception of Kozak and Kozak (2016) the
technical tools targeted intelligent classification, which is helping the travel agencies to offer the
tourists with personalized and convenient information as per their individual requirements.
Completion of this research will also help in understanding the attitude among the people
towards overseas travelling. Prompt advancement of mobile technology has also revolutionized
booking process and payment system. Mahrous and Hassan (2017) observed that this is also a
major reason for increased trend of overseas travelling among the citizens of Hong Kong.
7
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It has been reported that, the citizens of Hong Kong have also become highly
sophisticated, which is also diversifying the demands among the customers towards overseas
travelling. There lies the significance of this research, as it will help in understanding the
motivation among the citizens of Hong Kong towards overseas leisure trip. Glaesser et al. (2016)
put stress on the notion that the rate of outbound tourism among the Hong Kong’s citizen is
highest in the entire world. Due to high income level and increased sophistication are
accelerating the degree of interest among the citizens of Hong Kong to travel overseas beyond
their travel. Thus, successful completion of this research will also help in exploring the
characteristics of citizens of Hong Kong, who are extremely willing towards overseas leisure
trip.
1.5 Research aim:
Research aim is one of the most significant factors, as it provides with a comprehensive
direction, through which entire study can be completed in a timely and cost effective manner.
The fundamental aim of present research is “To explore the factors, influencing destination
choice among the students of local universities of Hong Kong towards spending holidays in
overseas”.
1.6 Research objective:
The aim, which has been developed in this chapter of the dissertation, is needed to be
attained by some research objectives. This can help in carrying out the research towards proper
direction. The objectives of present research are as follows:
To explore the demography of students To determine the destination loyalty and travel motivation among the student
8
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
It has been reported that, the citizens of Hong Kong have also become highly
sophisticated, which is also diversifying the demands among the customers towards overseas
travelling. There lies the significance of this research, as it will help in understanding the
motivation among the citizens of Hong Kong towards overseas leisure trip. Glaesser et al. (2016)
put stress on the notion that the rate of outbound tourism among the Hong Kong’s citizen is
highest in the entire world. Due to high income level and increased sophistication are
accelerating the degree of interest among the citizens of Hong Kong to travel overseas beyond
their travel. Thus, successful completion of this research will also help in exploring the
characteristics of citizens of Hong Kong, who are extremely willing towards overseas leisure
trip.
1.5 Research aim:
Research aim is one of the most significant factors, as it provides with a comprehensive
direction, through which entire study can be completed in a timely and cost effective manner.
The fundamental aim of present research is “To explore the factors, influencing destination
choice among the students of local universities of Hong Kong towards spending holidays in
overseas”.
1.6 Research objective:
The aim, which has been developed in this chapter of the dissertation, is needed to be
attained by some research objectives. This can help in carrying out the research towards proper
direction. The objectives of present research are as follows:
To explore the demography of students To determine the destination loyalty and travel motivation among the student
8

9
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
To evaluate the expectation and altitude among the tourists towards overseas travelling To understand the shopping attitude among the travellers
1.7 Research question:
The research question must be framed properly for the accomplishment of research aim
and objectives. Through this way, the fundamental purpose of the research can be completed in
an effective manner. The research questions are presented below:
RQ1: What is the demography of tourists?
RQ2: What are destination loyalty and travel motivation among the students?
RQ3: What is the expectation and attitude among the tourists towards overseas students?
RQ4: What is the shopping attitude among the tourists?
9
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
To evaluate the expectation and altitude among the tourists towards overseas travelling To understand the shopping attitude among the travellers
1.7 Research question:
The research question must be framed properly for the accomplishment of research aim
and objectives. Through this way, the fundamental purpose of the research can be completed in
an effective manner. The research questions are presented below:
RQ1: What is the demography of tourists?
RQ2: What are destination loyalty and travel motivation among the students?
RQ3: What is the expectation and attitude among the tourists towards overseas students?
RQ4: What is the shopping attitude among the tourists?
9
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Chapter 2- Literature review
2.1 Introduction:
The trend of travel and tourism is increasing drastically throughout the world. Evidences
are showing that the citizens of Hong Kong are highly intended towards travelling oversea for
the sake of spending their leisurely time. Mejia et al. (2018) highlighted by saying that that high
degree of sophistication and strong income level are acting as a driving force in framing the
preferences among the tourists towards overseas travelling. This chapter of the dissertation will
conduct in-depth literature review in order to explore different factors leading the travellers to be
attracted towards overseas travelling.
10
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
Chapter 2- Literature review
2.1 Introduction:
The trend of travel and tourism is increasing drastically throughout the world. Evidences
are showing that the citizens of Hong Kong are highly intended towards travelling oversea for
the sake of spending their leisurely time. Mejia et al. (2018) highlighted by saying that that high
degree of sophistication and strong income level are acting as a driving force in framing the
preferences among the tourists towards overseas travelling. This chapter of the dissertation will
conduct in-depth literature review in order to explore different factors leading the travellers to be
attracted towards overseas travelling.
10
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Push factors
Relaxation
Enhancing
Prestige
Knowledge
Knowledge gain
side seeing
variety
Escape daily
Pull factors
Adventure
Events and activities
Easy access to destinations
Affordability
Motivation for travelling oversees destina
2.2 Conceptual framework:
Figure 1: Conceptual framework
(Source: As created by author)
2.3 Characteristics of travelers:
The tourists from China are being considered as the major base of tourists, who prefer
towards overseas in order to satisfy their thrust for travelling. It has been reported the rate of
Chinese outbound tourism market is more than 1% larger than that of US market. Now, it is
11
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
Push factors
Relaxation
Enhancing
Prestige
Knowledge
Knowledge gain
side seeing
variety
Escape daily
Pull factors
Adventure
Events and activities
Easy access to destinations
Affordability
Motivation for travelling oversees destina
2.2 Conceptual framework:
Figure 1: Conceptual framework
(Source: As created by author)
2.3 Characteristics of travelers:
The tourists from China are being considered as the major base of tourists, who prefer
towards overseas in order to satisfy their thrust for travelling. It has been reported the rate of
Chinese outbound tourism market is more than 1% larger than that of US market. Now, it is
11

12
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
imperative to understand their characteristic features, which are generating interest among them
towards overseas travelling. Losada et al. (2016) commented that it is the general tendency
among travellers to spend high towards travelling abroad. Researchers are showing that, China is
the greatest source of tourism in the entire world. Increasing affluent class and decreased middle
class are the fundamental reason, leading the people to overseas travelling. In addition to that,
higher level of disposable income and strong desire for the international products are acting as a
driving force behind the people towards overseas leisure trip. Tigre Moura et al. (2015) showed
that increased accessibility is another vital characteristic among the tourists towards overseas
traveling.
The stronger economic base and effective geographical convenience of China is the
major factor, driving the people to visit overseas in order to spend their leisurely time. Due to
high convenience, it is becoming easy for the tourists to access top tourist destinations around the
world in a timely and cost effective manner. Raun et al. (2016) said that traveling outside the
comfort zone has become one of the latest trends among the senior citizens. Affluence is the
major cause, leading the elderly people to visit overseas in order to spend their leisurely time.
Thus, the senior citizens are being considered as the most potential base of tourists in the
international tourism market. More free time and strong desire for travelling are the fundamental
reasons, for which the elderly people are highly willing towards overseas travelling. Thus, Raun
et al. (2016) suggested that the travel agencies should take intense care in order to attract the
elderly people as they use to travel at off-season.
Willingness to travel in the larger tour group is another major factor. It has been reported
that, the Chinese people prefer to travel in the larger tour groups. Visa difficulty, language
barrier and fear to adventure are some of the major causes, leading the people to travel in larger
12
TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
imperative to understand their characteristic features, which are generating interest among them
towards overseas travelling. Losada et al. (2016) commented that it is the general tendency
among travellers to spend high towards travelling abroad. Researchers are showing that, China is
the greatest source of tourism in the entire world. Increasing affluent class and decreased middle
class are the fundamental reason, leading the people to overseas travelling. In addition to that,
higher level of disposable income and strong desire for the international products are acting as a
driving force behind the people towards overseas leisure trip. Tigre Moura et al. (2015) showed
that increased accessibility is another vital characteristic among the tourists towards overseas
traveling.
The stronger economic base and effective geographical convenience of China is the
major factor, driving the people to visit overseas in order to spend their leisurely time. Due to
high convenience, it is becoming easy for the tourists to access top tourist destinations around the
world in a timely and cost effective manner. Raun et al. (2016) said that traveling outside the
comfort zone has become one of the latest trends among the senior citizens. Affluence is the
major cause, leading the elderly people to visit overseas in order to spend their leisurely time.
Thus, the senior citizens are being considered as the most potential base of tourists in the
international tourism market. More free time and strong desire for travelling are the fundamental
reasons, for which the elderly people are highly willing towards overseas travelling. Thus, Raun
et al. (2016) suggested that the travel agencies should take intense care in order to attract the
elderly people as they use to travel at off-season.
Willingness to travel in the larger tour group is another major factor. It has been reported
that, the Chinese people prefer to travel in the larger tour groups. Visa difficulty, language
barrier and fear to adventure are some of the major causes, leading the people to travel in larger
12
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